Brand Guidelines. Logo & Identity for Andrew Gelston

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1 Brand Guidelines Logo & Identity for Andrew Gelston

2 2

3 Contents Section 01 Introduction About the brand. 5 Section 02 Section 03 Section 04 The Logo The Logo and usage 7 Black & grayscale 8 Construction & clearspace 9 Minimum sizes & incorrect uses 10 The Typography The corporate font The corporate font Typography & hierachy 15 Place text on photo 16 The colour system Logo colour palette Secondary colour palette Section 05 Section 06 Printed The letterhead 23 Business card & envelope 24 Presentation folder & merchandising 25 Grid systems 28 Digital Web design 31 Grid systems 34 Section 07 Imagery Inspiration 37 Secondary color scheme 38 Section 08 Iconography Corporate icons 41 3

4 01 Introduction Information about the brand 4

5 About this brand This identity guideline is a tool designed to project the image, values, and aspirations behind the brand. It is the cornerstone of all communication efforts and must be followed carefully to ensure a consistent style and quality of presentation. Every participating institution is responsible for representing or coordinating the use of the brand along with an individual institution s brand. Andrew Gelston 5

6 02 The logo Our logo is the touchstone of our brand and one of the most valuable assets. We must ensure its proper usage. 6

7 The logo and usage The Andrew Gelston logo combines two elements: The Andrew Gelston logotype and the self portrait. These elements should never be changed. Position, size, and color, along with the spatial and proportional relationships of the logo elements, are predetermined and should not be altered. Used consistently, they will reinforce public awareness of the company. Symbol Logo Logotype The corporate logo is presented through the use of colors, shapes and typography. The colors are a light blue with a powerful anthrazit. A variant of use with the colored background. A variant of use with the colored background. 7

8 Black & grayscale Sometimes, often due to production costs, only one color of ink is available and so the Logo must be reproduced using only one color. In this scenario, the logo must be used following the convention of using a light color type on a dark background or in a dark color type on a light background. The logotype and the symbol must be clearly distinguishable from the background color. You must honor the ANDREW GELSTON Logo palette when possible, using black or white ONLY if necessary. 100% black 70% black 100% white If necessary, solid colored and grayscale logos can be used. 8

9 clearspace The Andrew Gelston logo requires serperation from the other elements around it. The logo must always fit into the clearspace area and can not be intervened by other graphical elements which could hinder legibility of the brand. Please note that text or pictorial figures, which have strong impact or impression, should not be placed near the logo, even though you keep the isolation area blank. 1 1/9x /9x 1 /9x 1 /9x Whenever you use the logo, it must be surrounded with clearspace to ensure its visibility. 9

10 Minimum sizes THE LOG O THE SYMBO L Negative Logo: Width 32 mm Negative Logo: Width 14 mm There are no predeterminded sizes for the logo. Scale and proportion should be determined by the available space, function and visibility. In print the minimum size is 32 / 36,5 mm width, for the symbol it is 0 14 / 20 mm. 10

11 Incorrect use DON T rotate the logo DON T add a drop shadow The Icon must not be moved. It can be removed but not reposittioned. DON T use non-approved colors DON T stretch the logo DON T flip the icon. Please note: The logo cannot be changed! Although creativity is appreciated please do not alter the logo in anyway! 11

12 03 The typography Typography is 95% of design it s a driving force in all forms of communication art. 12

13 Corporate fonts String beans SECONDARY FONT String beans. DESIGNER Nicky Laatz ABOUT THE FONT A little 3D and a little inky, with round edges and a fine tip. RULES This font should be for all of the headings and decorative large text. It is important to use it frequently to allow the brand to follow consistent visual identity. This includes compliment slips and Regular ABCDEFGHIJKLMNOPQRSTU VWXYZ no lower case option Hunterswood PRIMARY FONT Hunterswood. DESIGNER Nicky Laatz ABOUT THE FONT A blockish san serif font made with a thick tip square marker, and a little love and care. RULES This font is used for the Andrew on the logotype. It may also be used for stationery and web elements. Regular ABCDEFGHIJKLMNOPQRSTU VWXYZ no lower case option

14 Lato TERTIARY FONT Lato DESIGNER Łukasz Dziedzic ABOUT THE FONT Lato is a sanserif type face fam ily designed in the Sum mer 2010 (In Decem ber 2010 the Lato fam ily was published under the open- source Open Font License. RULES This serif font is available in 10 weights. It is to be used as body text and occasionally to be used for headings and cations where a decorative typeface isn t appropiate. Regular Black ABCDEFGHIJKLMNOPQRSTU VWXYZ abcdefghijklmnopqrstuvwxyz Lemon SQUEEZE TERTIARY FONT Lemon Squeeze DESIGNER Nicky Laatz ABOUT THE FONT A messy hand brushed font painted with haste and abandon. RULES This font is used in the main logotype for the word Gelston. It may also be used for other stationery, blog sites, and promotional images. Regular ABCDEFGHIJKLMNOPQRSTU VWXYZ abcdefghijklmnopqrstuvwxyz

15 Typography & hierachy Size is the simplest way to create contrast between different typographic elements in your design. With 6 levels of typography, the font size generally starts out largest on top (level one; your most important information) and decreases in size as you move down the page. Layout, for both print and screen, is one of the most important aspects of graphic design. HEADING 1 Stringbeans, 53 pt regular. The quick brown fox HEADING 2 Stringbeans 44pt regular, italic The quick brown fox HEADING 3 Hunterswood, 24pt, regular. The quick brown fox HEADING 4 Lato, 15pt black The quick brown fox HEADING 5 Lato, 14pt regular uppercase, spacing 200 THE QUICK BROWN FOX BODY COPY LATO (8PT REGULAR) The quick brown fox 15

16 04 The color system With 93% of customers influenced by colors and visual appearance, make sure you pick the right colors for your company. 16

17 Logo colour palette USE OF COLOR FOR THE PRINTED & DIGITAL LOGO. The following palette has been selected for use in Andrew Gelston communcations. Lighter tints of these colors are also allowed., but the Logotype + background may only be used with a 100% tint. The additional colors are gray and white to underline the seriousity of your business. A comprehensive color palette has been developed to provide flexibility while creating a unified, recognizable appearance across all communications. Desert Sand Mandy s pink CMKY - 5 / 28 / 26 / 0 RGB / 191 / 176 HEX - #EEBFB0 Pantone CP 80% - 20% CMKY - 3 / 22 / 20 / 0 RGB / 204 / 190 HEX - #F2CCBE Pantone CP 80% - 20% Judge Gray CMKY - 50 / 64 / 69 / 47 RGB - 87 / 64 / 54 HEX - # Pantone CP 80% - 20% Kabul CMKY - 49 / 62 / 65 / 36 RGB / 78 / 68 HEX - #674E44 Pantone CP 80% - 20% Athen s Gray CMKY - 5 / 2 / 2 / 0 RGB / 242 / 244 HEX - #EFF2F4 Pantone CP 80% - 20% Mine Shaft CMKY - 75 / 68 / 66 / 69 RGB - 2 / 2 / 2 HEX - # Pantone - Black 2 C 80% - 20% 17

18 Secondary colour palette Froly CMKY - 1 / 78 / 23 / 0 RGB / 95 / % - 20% Illusion CMKY - 0 / 39 / 11 / 0 RGB / 174 / % - 20% HEX - #ED5F87 HEX - #F7AEBB Pantone Pantone Cupid Aqua Haze CMKY - 0 / 25 / 10 / 0 RGB / 202 / % - 20% CMKY - 7 / 1 / 3 / 0 RGB / 243 / % - 20% HEX - #FACACC HEX - #EAF3F3 Pantone Pantone Iceberg Shady Lady CMKY - 16 / 0 / 5 / 0 RGB / 237 / % - 20% CMKY - 31 / 32 / 24 / 2 RGB / 162 / % - 20% HEX - #D3EDF0 HEX - #AFA2AA Pantone Pantone Dune CMKY - 5 / 2 / 2 / 0 RGB / 242 / % - 20% HEX - #EFF2F4 Pantone - Black C 18

19 THE COLOURS There are Pantone options for printing that can be reproduced using the four-color process (CMYK), and when creating PowerPoint presentations (RGB). The palette allows the addition of secondary colors to enrich the Andrew Gelston visual identity as a whole. Lighter tints (up to 20 %) of these colors are also allowed. These colors are complementary to our official colors, but are not recognizable identifiers for our company. Use the the Iceberg and Shady Lady colours sparingly. 19

20 05 Printed When it comes to developing the stationery, consistency is the key for all layouts and designs. 20

21 The letterhead Clean and simple, we designed our stationary to align with our visual system. The letterhead features the logo to the top left with the business contact information on the base of the letterhead. 21

22 Business cards 84mm 55mm The business card will be used for all official contact and communication of our company. These are the approved layouts. 22

23 Compliment slip 210 mm 99 mm Our compliment slip is used to give information about our business and there is a short space allocated for a short personal note. Our compliment slips are preprinted with business information and will always have room for a short note 23

24 Presentation folder b The presentation folder will be used for all portfolio and proposal presentations of our company. This is the approved layout. 24

25 Alternative version b The presentation folder will be used for all portfolio and proposal presentations of our company. This is the approved layout. 25

26 06 Brand In action. Viewing how stationery will look when printed is vital to having a successful and professional brand. 26

27 Brand in action 27

28 28 Brand in action

29 Brand in action 29

30 07 Additional graphics Using a grid system is one way to achieve a level of consistency that would be otherwise extremely difficult to master. 30

31 additional graphics ADDITIONAL GRAPHICS These were created for fun and are inter-changeable depending on the application. 31

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